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6 Comments

  1. Heidi Nyline
    April 24, 2012 @ 10:24 am

    Darren,

    I am totally on the fence about this article. I have a marketing and PR background so everything you say rings true to me. Except in practice pretty much all of our new business leads (not including referrals) come directly from Google searches.

    We do generate a few leads from our other more traditional marketing but nothing close to what we get for our investment in online marketing.

    Since you can only spend a dollar once, shouldn’t you go with what gives the best ROI?

    • Darren
      April 24, 2012 @ 10:45 am

      Morning Heidi,

      Thanks for stopping by and commenting! Count yourself lucky as a company who has done well with optimizing your site if most of your business comes in the form of organic search. Most of the people reading me would kill to be in that situation. Also, mindshare is something you have to win offline, and that comes in the form of impressions, so while I agree, you have to hit with your best ROI, you also have to be on top of people’s minds when THEY are ready to buy. And they all don’t buy online.

      • Heidi Nyline
        April 25, 2012 @ 1:16 pm

        Don’t I wish it was all organic search results that generated our calls. It is a combination of both SEO and PPC that we have a pretty even split.

        I am spending advertising dollars. It is just that the most effective dollar is definitely being spent on internet marketing instead of traditional marketing.

        I will say that some of my tradtional marketing is blended into giving back to my community. Supporting our local junior hockey team is good for our community not just about getting my name out there.

        And there are some local magazines that I use repeatedly because of all of the reasons you mention above. But if I could only do one, it would be online marketing – hands down.

  2. Chris Spoerl
    April 25, 2012 @ 8:13 am

    In all fairness, what Darren is trying to say is “repetition”. The more folks see, hear or find your name, the more the chances people will buy from you.

    • Darren
      April 25, 2012 @ 8:15 am

      Impressions are key to building a strong brand! Thanks Chris!

  3. Chris Haught
    April 25, 2012 @ 9:15 pm

    Heidi makes a great point, she is optimizing advertising dollars in the ways that work best for her company. It is important to find the right methods and target those. Too many contractors give up on print, ppc and other methods when times are slow (and money is tight), when they should increase their “repetition” as Chris points out.